This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
Jochen Wirtz Books
Jochen Wirtz is a leading authoritative voice in service marketing and management, delving into the critical factors that drive success in this dynamic field. His extensive academic publications and globally recognized textbooks explore the intricate interplay of people, technology, and strategy within the service context. Wirtz's approach, grounded in rigorous research and practical experience, offers readers invaluable insights for navigating competitive service landscapes. His work is celebrated for its ability to bridge theory and practice, making him an essential guide for professionals and students alike.
Essentials of Services Marketing
- 680 pages
- 24 hours of reading
Essentials of Services Marketing, 4e, is designed for undergraduate courses and emphasizes the importance of marketing and managing services in today's economy. It introduces key topics, integrating recent academic insights and demonstrating the connections between marketing, operations, IT, and HR in service firms.
